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Mind your language
Roderick White, Admap, November 1997

A plea for greater accuracy and precision in the use of the English language by those involved in marketing and advertising, and the avoidance of jargon and banal, vaguely understood descriptions and ...

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A new structural method for analysing linguistic significance in marketing communication: an application to export advertising
Prof Uolevi Lehtinen and Ari Kujala, International Journal of Advertising, Vol. 8, No. 3, 1989, (full text not available on WARC.com)

A new structural method for analysing linguistic significance is developed in relation to advertising in international markets. The method analyses problems of practical importance such as when the me ...

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Structural constraints in code-switched advertising
David Luna, Dawn Lerman and Laura A. Peracchio, Market Research Abstract from: Journal of Consumer Research, Vol 32, No 3, December 2005, pp 416-423, (full text not available on WARC.com)

The use of mixed-language expressions is increasing in advertising targeting linguistic minorities. Two studies were undertaken to investigate the existence of linguistic rules governing the use of co ...

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